1. Suppose you are a coffee buyer for Krogers. There is a strong corporate initiative to increase store-label merchandize. Discuss the advantages and disadvantages of offering private-label coffee.
2. Classify each of the following products into either convenience, shopping, specialty, or unsought goods: toothpaste, life insurance, Sharp TV, Eggo waffles, lettuce, Coach handbag, Adidas soccer cleats, furniture. Justify your response.
3. You are the brand manager for a firm that makes herbs, spices, and other food additives. You have had complaints from some of your retail outlets that they are finding empty bottles of pure vanilla extract stashed around the store. Apparently, due to the high (35%) alcohol content of pure vanilla extract, people are grabbing the cute little bottles, having a drink, and getting rid of the evidence in the store. Anecdotal evidence from store employees indicates that the majority of the imbibers are teenagers. The cost of placing a tamperproof cap on the extract is a relatively insignificant percentage of the purchase price but will make it more difficult to open, particularly for older customers. Also, there has been a significant rise in sales to retailers as a result of the vanilla addicts. What should you do?